Few food ingredients are as “pure & simple” as egg products, which “are recognized by product developers as bringing more to product formulations with less,” according to Elisa Maloberti, director of egg product marketing, American Egg Board, Park Ridge, IL. “In fact, with 20-plus functions, some might say egg products are anything but simple. But the truth is, egg products are uniquely pure and simple.”

According to Datamonitor, New York, labeling terms such as “natural” and “organic” are no longer as powerful as they once were as a result of their prevalence in the industry. The new approach to convey “better for you” is to take a machete to ingredient lists, replacing those that sound more at home in a chemistry lab with simple ingredients that consumers recognize...real foods such as egg products.